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A flow-based model of web site intentions when users customize products in business-to-consumer electronic commerce

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  • Arnold Kamis

    (Suffolk University)

  • Tziporah Stern

    (The City University of New York)

  • Daniel M. Ladik

    (Suffolk University)

Abstract

User-customization is increasingly common in electronic commerce, because both the buyer and seller potentially benefit. The user interface to implement and the influence of the interface on various process and outcome measures, however, are not well understood. We developed a Flow-based model consisting of seven hypotheses regarding the user interface and its consequents. We conducted a field experiment to test an attribute-based interface vs. a question-based interface on three variables (perceived control, shopping enjoyment and choice satisfaction) as well as two web site intentions: intention to return and intention to purchase. Six of the seven hypotheses were supported in a parsimonious model. Variance explained was 16.3% for perceived control, 45.6% for shopping enjoyment, 59.3% for choice satisfaction and 63.1% for web site intentions. The main finding is that an attribute-based interface for retail e-shopping increases the shopper’s sense of control and feeling of enjoyment in the process more than a question-based interface, and thereby increases satisfaction with the outcome. This combination of influences increases the intention of the shopper to return to the web site and to purchase the item. We discuss the results and suggest areas for future research in user-customization, which may apply to many different industries that engage in online commerce.

Suggested Citation

  • Arnold Kamis & Tziporah Stern & Daniel M. Ladik, 2010. "A flow-based model of web site intentions when users customize products in business-to-consumer electronic commerce," Information Systems Frontiers, Springer, vol. 12(2), pages 157-168, April.
    • Handle: RePEc:spr:infosf:v:12:y:2010:i:2:d:10.1007_s10796-008-9135-y
    DOI: 10.1007/s10796-008-9135-y
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    5. Domina, Tanya & Lee, Seung-Eun & MacGillivray, Maureen, 2012. "Understanding factors affecting consumer intention to shop in a virtual world," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 613-620.
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    8. Jiayin Qi & Chao Zhu & Yanwu Yang, 2014. "Recommendations based on Social Relationships in Mobile Services," Systems Research and Behavioral Science, Wiley Blackwell, vol. 31(3), pages 424-436, May.
    9. Ku, Edward C.S. & Chen, Chun-Der, 2013. "Fitting facilities to self-service technology usage: Evidence from kiosks in Taiwan airport," Journal of Air Transport Management, Elsevier, vol. 32(C), pages 87-94.

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